For this week’s blog post we turned to our friends at Spidergroup for a hugely valuable guest post! We all now know that video is an epic idea, but what do you do after you’ve created your video and put it out there to the world? How do you measure how successful it is?
How to measure your video marketing campaign success
If you’re reading this then the likelihood is you’ve already done your research and written your content marketing strategy. In it, you’ve incorporated a range of mediums and considered their respective strategies, including video.
- 55% of people watch videos online every day (MWP).
- The value of a one-minute video is 1.8 million words (Video Brewery).
- 55% of people consume video content thoroughly (HubSpot).
- People spend on average 2.6x more time on pages with video than without (Wistia).
These are just a few of the incredible online video statistics that highlight the fact that you’ve made the right decision integrating video into your marketing strategy. 👏
Video Marketing Strategy
A video marketing strategy follows the same guidelines as any other strategy, it just happens to be way more fun. By this point you will have decided;
- your audiences’ personas or target market
- the focus or message of the communication
- your chosen channels/mediums
- what your goals are
Measurement is the final piece of the puzzle, but it also tends to be the most ambiguous part of the strategy as it will completely depend on what your goals are. Nonetheless, these key metrics tend to be most useful for the majority of video marketing campaigns.
This might well be the most common metric to measure, but don’t get caught up on using it alone. Although we do think it can be a good measure of success, for example, YouTube videos are often referred as successful if they hit a certain amount of views, it is also a raw form of data and doesn’t provide much information on how to improve said campaign if you analyse it on its own.
It’s important to remember that different platforms have different criteria for what is a “view”. So you will need to keep this in mind.
This is a great metric to analyse; are your viewers watching your video all the way to the end? Or are they dropping out after a few seconds? From here you can try figuring out what is working and what isn’t and learn from there.
Click through rate (CTR)
Anyone working in marketing loves a bit of CTR data. This will tell you if people are clicking on your call to actions. This is one of the most relevant metrics, and it also tells you about engagement. If your users have watched the video all the way to the CTA, that’s great. If they clicked on it, even better. They have done what you wanted them to do. Be careful where you add your call to actions, they should be strategically placed where it makes sense for you to have users bouncing off.
Social media shares
Every time someone shares your video, a new user may be introduced to your brand. Sharing increases your brand’s influence and is an organic marketing tool. The classic “Like & Share” that every Youtuber plasters across their videos isn’t there by mistake or to be purposely annoying. If you create shareable content then you’re one step closer.
If your campaign goals are conversions, this is probably the most useful metric for you and your team. You’ll first need to determine what a conversion is to you. The conversion rate will help you measure the number of leads you got from your video, most likely they converted after clicking on your call to action.
All the metrics spoken about, so far, can be measured with the help of the video platform analytics, for the conversion rate, we recommend setting up Google Analytics if you haven’t yet!
We hope this has been helpful in deciding what key metrics you should include on your reports and analysis as part of your ongoing video marketing strategy.
Remember, different goals will have different metrics. If your goal is to raise awareness perhaps conversion rate isn’t really the best way to track your success but maybe monitoring shares would be better suited to your objectives because you’ll be able to see your video reaching new people.
Let us know what your favourite metrics are for tracking the success of video campaigns!
Still need to get your video sorted? This blog post talks you through how to do it yourself, on your phone, or book in a free 15 minute chat with Sunjay to talk through how it could best work for your business.